Teenagers: Declare your independence

Teenagers: Declare your independence
SHARE
THIS



Ever had a mother that was just a little too in-your-face when you were trying to do your teenager-type things?

How about mother who picked the same dress as you to wear, or a mother who also leaned over you as you stood close behind the girl to help her shoot some pool?

Australia Post’s is launching its new campaign to “Declare your Independence”, targeting young adults for the first time in its 200 year history.

With the help of advertising agency GPY&R, the campaign will be promoted through TV, digital, social and in-store for its new teenage product line such as the Keypass Proof of Age card and Load&Go Reloadable Prepaid card.

“This is a new and exciting campaign for Australia Post,” Megan Hair, marketing and communications manager at Australia Post, said.

“It is the first time we have targeted the youth segment and we think the TV commercials GPY&R have created and developed will appeal not only to youth but also to parents.

“We are very excited and looking forward to a positive customer response from this campaign.”

Check out the slightly invasive mums in the two adverts below.

Ring any bells for anyone?

http://www.youtube.com/watch?v=hzELcSEVmcs

http://www.youtube.com/watch?v=O1dFmMqz9Zg

Credits: Bob Hooper: Executive Manager; Sales, Marketing and Channels Megan Hair: Manager, Marketing and Communications Joshua McLean: Senior Marketing Manager Agency: GPY&R Melbourne Chief Creative Officer: Ben Coulson Managing Partner: Matt Farrugia  Creative Director: Evan Roberts Copywriter: Psembi Kinstan Art Director: Joe Sibley Senior Planner: Warren Davies Senior Producer: Luisa Peters Account Director: Anna Austin Senior Account Manager: Cathryn Reed Tech Lead: Brett Harris Digital Producer: Azba Shakoor Designer: Jess Ramsey Designer: Jack Kuzior Production company: Plaza Films Director: Paul Middleditch Producer: Peter Masterton Editor: Peter Whitmore Post Production: The Editors Sound production: Sound Reservoir

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine